Representation of weekly campaign KPI milestone reporting as presented to key leadership stakeholders.

1. Page | 1 Friday, July 06, 2018 McKean
Paid Media Campaign Performance Snapshot Review
Executive Recap: NIH All of Us Research National Ad Campaign Performance to Date (Jul 5, 2018)
KPI + Performance Metric Highlights
Campaign to Date Analysis & Observations
• Since Campaign Launch, reach, impressions, and frequency have been steady and growing. 61 million
impressions served to date.
• Week of July 1st reflects a budget spend slowdown for July 4th
holiday week: we can expect to see
reduced overall performance as a result.
• Beginning July 9th,
we have returned to normal budget spends, albeit with the consideration we are
stretching the budget thru to Aug 31. Net anticipated result, our weekly spend will be slightly less
compared to previous periods before the holiday. $100K (Jul) and $90K (Aug) down from ~$115K / month
(May & Jun).

2. Page | 2 Friday, July 06, 2018 McKean
Campaign KPI Goal Trendline Performance Outcomes
 We are gaining traction and are seeing consistent improved KPI conversion performance week over week
reflecting our campaign is building momentum.
 Account Creation (Stage 1 KPI) conversion counts are up with a 100% lift month over month with
Consent Completions (Stage 2 KPI) up with a 270% lift month over month.

3. Page | 3 Friday, July 06, 2018 McKean
Campaign Management Trendline Performance Outcomes
 CTR performance is modestly declining while our Conversion Rate is increasing. This reflects that it is
taking fewer impressions per Account Sign Up conversion further reinforcing the Campaign is performing
more efficiently over time as optimization and learnings are applied.
 Overall, Account Sign Up Conversion Rate is improving with a 50% month over month lift with a recent
76% lift for the last 30-day benchmark.
A 74% Enrollment Conversion Rate (Stage 3 KPI) average benchmark measuring quality vs. quantity for
audience engagement and final conversion is also improving month over month (and week over week) in
direct correlation to the Stage 1 Account Sign Up conversion rate.

4. Page | 4 Friday, July 06, 2018 McKean
 After initial launch and peaking in May, the average weekly CPA for Stage 1 Account Sign Up conversions
is beginning to optimize with an improvement of 26% month over month lowering the average Campaign
CPA.
Campaign Management Local vs. National Ad Performance
 Co-Branded local ads using geo-targeting by zip code and without audience targeting are performing
marginally better for Account Sign Up CPA than National ads.
When removing poor performing and higher CPA channels within the National Campaign as one step in
our optimization process the gap becomes much closer.

5. Page | 5 Friday, July 06, 2018 McKean
 Looking Forward -- National ads have yet to tap into the power of Audience Profile (Persona) Targeting
techniques leveraging the Lotame DMP which is still coming online with full activation expected in July.
When analyzing National vs. Local Co-Branded performance, limited early execution using audience
profiling targeting techniques reveals both National Programmatic and Facebook ads do well for
conversion rate when compared against Local Ads using only geo-targeting.
What we can expect ahead is a national lift in overall paid media performance equaling or surpassing Local
Co-Branded ads once audience profiling and optimization techniques are fully activated and as we target
larger general population audiences.
Of note: performance nuances do exist by local market as can be expected. Performance limitations to
date and under review with resolution pending which impact overall performance are twofold:
1) Campaign has yet to apply audience targeting by local region, and
2) Programmatic banner impressions served to date have largely been without the use of
photo creative assets due to available inventory dimensions and the lack of available
inventory dimension photo assets.
When these primary two considerations are fully resolved, we expect to realize enhanced performance by
local region and which can be further optimized when the above is applied and with added budgets.

6. Page | 6 Friday, July 06, 2018 McKean
Campaign Management Co-Branded vs. National Ad Performance Review
Campaign Management Channel Metrics Performance
 There are distinct economies of scale for budget spend and performance efficiencies by channel
placement for CPA and conversion rates.
CPA KPI: Facebook (campaign to date) marginally outperforms other channels in the mix, but as audience
profile targeting is fully activated, we forecast Programmatic to perform much better and be much more
efficient with budget spend. Our weekly KPI optimization process will continue to adjust campaign
directions based on weekly and monthly trend performance.

7. Page | 7 Friday, July 06, 2018 McKean
However, when reviewing and benchmarking the last 30 days, the CPA Gap narrows significantly
representing Programmatic continues to make performance and optimization gains at a faster rate over
other channels the longer the campaign is running.
Conversion Rate KPI: Programmatic outperforms Facebook for conversion rate as a secondary KPI
measure. This may reflect the Facebook user is more active with curiosity clicks but may require added
impressions to convert. (We are acquiring data points to validate this.)

8. Page | 8 Friday, July 06, 2018 McKean
Of special note the Conversion Rate Gap by Channels gets bigger when benchmarking the last 30 days
reinforcing Programmatic is doing better the longer the campaign runs.
 Looking Forward -- Programmatic has yet to begin white/blacklisting websites as we complete the early
benchmarking period. We are now at a stage we will begin this optimization process. This too is expected
to enhance future Programmatic forecasted performance.
There are also distinct nuances for conversion quality by channel. When measuring how many people go
on to Stage 2 Consent Conversion and Stage 3 Enrollment Conversion after Stage 1 Account Creation
Conversion, we can see some channels outperform others.
As an example, Facebook may deliver better click (CTR) numbers, but the quality of people clicking may
be of lesser value than Programmatic.

9. Page | 9 Friday, July 06, 2018 McKean
Executive Highlight Notes
The 8-week campaign still should be considered as in the benchmarking period (ideally, we need
more time to optimize and to confidently forecast future performance, and ideally, we should consider six
full months as the benchmarking and learning period to fully maximize efficiencies for the campaign)
Campaign Optimizations applied via performance analysis has begun. Optimization techniques will be
applied based on weekly and monthly benchmarking performance.
• So far to date, we have removed Digital Audio and Twitter from the current ad flight
through to Aug 31. Early benchmarking for Twitter showed no ROI, but it may be (and
likely) experimented with again soon.
• Digital Audio banners impressions were placed without Audio assets which is ineffective.
It has been deemed banners alone are not effective as people tend to minimize their
audio windows and listen to the music in the background.
• Weekend performance falls consistently across all channels. We have begun to reduce
weekend budget spends.
• Historic holiday period slow-down performance. We have reduced spend over the entire
4th of July holiday week.
Co-Branded Local Campaigns are performing marginally better than National Campaigns with the
following considerations:
• Co-Branded campaigns are universally geo-targeted without audience targeting.
• Conversely, National campaigns are benchmarking and testing audience targeting across
a greater number of channels with mixed early performance results.
• As a result, when comparing top-level KPIs, Co-Branded does appear to perform better
than National, but the differences become much smaller when looking at common
comparable channels (Programmatic, Facebook).
• When we remove lesser performing channels for the National campaign, such as Audio
Banners (without audio), Twitter and email banners, CPAs become much more
comparable across campaigns with smaller deviations, and the conversion rate for the
national campaign starts to outperform the local campaigns.
• Of note, we have served a 2:1 ratio of co-branded impressions and budget spend to
national campaigns which may skew results in favor of co-branded ads over the short
benchmarking period.
Optimization Steps Underway To be Applied.
• Remaining flight budget spend will be realigned by reducing newsletter banners spend and
applying more budget to National banners. Newsletter banners currently have a high CPA (which
can be further reduced over time), but a more efficient use of the remaining budget is to begin
testing audience targeting profiles across Programmatic for deeper UBR learnings.
• 12 new audience profiles will be A/B tested aligned with Hispanic, African American and the
elderly audience segments.
• Several new Elderly 65+ audience profiles will also be developed, and A/B tested. Current single
audience segment profile is not producing an efficient ROI.